Marshfield Labs is one of the largest full-service private practice laboratory systems in the nation and a leader in laboratory medicine. As part of the Marshfield Clinic Health System, the labs benefit from the infrastructure, expertise and reputation of a large, multi-specialty group practice and premier research organization. The Marshfield Labs offer multiple lab locations throughout the Midwest with Veterinary, Research and Toxicology testing to clients nationwide.
The Marshfield Labs redesign had underwent multiple starts and stops before finally reaching its completion. Budget restraints and past difference between leadership and marketing made the Labs stakeholders and web developers wary of the road ahead. Knowing this position, the Labs redesign was conducted under very formal standards with repeated guidance from a project management standpoint. The completed redesign moved the Labs onto Sharepoint 2013 with an updated visual design and responsive experience that focuses on delivering needs for the customer first and foremost through easily accessible communication methods and improved SEO.
• Content-first approach puts key business objectives first (Access account, Go to test reference manuals, Contact labs, Lab services, Latest news.) It’s about YOU, not Us.
• The Marshfield Labs staff expressed concern that their site was not appearing on popular search engines. We researched competitors keyword strategy and common queries using Google trends to properly name and tag each page and unify the language seen in buttons and titles to better rank in search. The results present searches for key terms “clinical labs” “veterinary labs” and “laboratory Wisconsin” in the top 5 results of listings across Google, Bing and Yahoo as of February 2016. They are also outranking results of nearest competitors. Overall lift to the site from search engines has been increasing at a rate of 3% per cycle.
• The existing branding and visual design of the labs was outdated and no longer aligned with the guidelines set forth by the Marshfield Clinic Health System. Using cues from existing branding and color theory, a new visual language was created that was intended to be easy, valuable, and genuine.
• Our team spent extensive time before launch and at regular follow-up sessions to educate the Labs staff on how to maintain their content pages which are now managed by the Sharepoint 2013 CMS.
• We deployed Adobe analytics integration on the site to learn more about what their visitor behavior in order to better inform future business decisions.
The majority of existing labs customers use the website as a launching point for accessing a vast array of test reference manuals. It was established early in the project that these manuals would not be included in the redesign but the team wanted to make the sign-in process simple and understandable. The new design featured a fixed login button with options for veterinary and clinical technicians to self-identify with their primary business needs. Additional messaging helps answer the purpose of the services that a portal account provides as the main way to access tests and data as a Marshfield Labs customer.
Allow existing customers to login to portal accounts from any site page. Improve reach for new customers by unifying naming conventions and leveraging SEO keywords to make clinical reference services more prominent as a service.
In addition to being the project manager, I lead the UX design for the reference manuals and portal access points. I relied on existing patterns and fixed the portal login options at the top of the header and included drop-down options for appropriate audiences. Since the test reference manuals are often used by new visitors, these are displayed as part of the homepage hero. We could not join the options for these elements due to legacy systems so in order to visually identify these elements throughout the site, a color scheme was applied (purple for portal, orange for reference manuals) This visual language helps establish purpose for each section they lead to. I sketched and presented each interaction to the web team and oversaw the development of these elements for consistency and a suitable interaction from mobile devices up to standard desktops.